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MUMBAI: The verdict is out! MOVIES NOW, the English Movie Channel from the Times Television Network, has taken the English Movie Channel category by storm with a 39% market share. According to the TAM ratings, the English Movie Channel category, after a decade has seen a major boost by 78% in terms of GRPs; going from 43 GRP last week to 77 GRP this week. This is a profound testament to MOVIES NOW?s success, in not only breaking through the English Movie Channel category, but also giving the category a completely new dimension.
The TAM ratings for week 52 of the year 2010 clearly shows that MOVIES NOW is ahead of the competition by a substantial margin. MOVIES NOW has garnered 30 GRPs across 8 metros, whereas the closest competitor has garnered only 18 GRPs. With a reach of 12%, the channel is also one of the stickiest with an average time spend of 73 minutes as opposed to competition where an average time spent is 19 to 27 minutes. Also the average time spent per viewer in the category has increased by 51% in the current week with the average from last 4 weeks being 39 minutes while the current week shows 58 minutes. (Source: TAM Media Research, CS 15-34 AB, Top 8 Metros, Weekly data for wk 52 ?10).
In view of the fact that MOVIES NOW is the youngest channel in the English Movie Channel space, it further reinstates that the channel has successfully challenged the industry status quo with its unique content and programming. The channel is a part of TIMES TELEVISION NETWORK and compliments the urban focus of the network where it has met with great success via TIMES NOW, ET NOW and zoOm.
